Slate Marketing is making me lose interest.

[SparkYellow]

I like "How a Slate Beats the Heat." The clip was almost 3 minutes long and kept me engaged. The shorts are hard on my eyes with a series of interesting images flashing in quick succession. 🤦 I am from the generation of kids who grew up reading books and watching movies.

 

[Nivek]

I like "How a Slate Beats the Heat." The clip was almost 3 minutes long and kept me engaged. The shorts are hard on my eyes with a series of interesting images flashing in quick succession. 🤦 I am from the generation of kids who grew up reading books and watching movies.

That's a good one. I really liked the testing in Houghton, MI too. I wish they had more videos like those. Then again, Im partial to informative videos.

 

[Vehicle Nanny]

Marketing a small pickup is hard. As soon as they show it doing "rural" things, they get hammered with complaints from the "it's not a truck if it doesn't have 4WD, 9 inches of ground clearance, and can tow my two ton boat" crowd. As soon as they show it doing "urban" things, they get hammered with complaints from the "I'm not an urban hipster - Slate obviously doesn't care about me" crowd.

Perhaps I should be disappointed that none of their adds show a retired 60-something nerd 3d-printing custom bolt-ons? Dammit, Slate should be catering to ME and MY use case!

I thought you were talking about ME for a minute there! I know that it is hard to maintain messaging for a vehicle in the final statges of development, so I appreciate any of the communications that get shared. As us early adopters put the Slates to use, maybe Slate will use our stories to fill in the blanks.

 

[dark star]

My small SUV can haul about as much as the Slate, tow about as much as the Slate, and it has AWD.

For me, the original appeal of the Slate was largely the entry price. With the loss of the $7,500 federal EV credit — obviously not Slate’s fault — the vehicle now feels less like a breakthrough bargain and more like a very bare-bones mid-priced EV: two doors, front seats only, modest range, and somewhat limited capability.

I still think the whole concept is interesting. The modular add-ons and customization options add a lot of fun and practicality. But once you start adding those extras, the “cheap EV” idea starts drifting upward in price pretty quickly.

I also think there’s understandable hesitation for some buyers about jumping into a first-generation vehicle from an unproven manufacturer, especially in a market where lightly used EVs from established brands are becoming widely available at aggressive prices.

That said, I genuinely hope Slate succeeds. I think there’s absolutely a market for this vehicle, and for some people it may be exactly what they want. For me personally, though, I’m increasingly feeling I’d be better off either with a new small EV from a proven manufacturer or one of the many used EVs now hitting the market like hotcakes at a diner. I am not sure what the target market for this vehicle is any longer… but I do prefer 4 doors, and SUV type vehicle, and some basic amenities in the vehicle. The Slate will not give me that at better prices than some upcoming EVs or a good, slightly used EV.

 

[Rider Performance]

I must admit, I agree with what you are saying. I placed a reservation early on not knowing at that point how the finished Slate could be modified, or exactly how I would modify it. Like you, all I really see are the acknowledged urban styles with an occasional farm style with wood bed stakes. Just not the vision I personally have or want.

I have an e-bike component business where we have to cater to a variety of lifestyles, users and uses. Our marketing job is to help the customer see possibilities. If we fail to help them see a vision in their minds, then they will easily move on.

When I picture my Slate, I envision a chassis that is raised up, a cool bright colored wrap, sporting nice wide aggressive pattern tires and mag wheels. I won't be taking it off road to any large amount, I just like the look of being able to do so if the opportunity or need comes up. Four wheel drive? Never owned one in my life, and really don't have a need.

Most of the designs of the Slate I've seen so far look like low riders that a person will literally have to step down into, and come with the ugliest rims humanity has ever created. I realize urban and suburban owners are likely the largest buyer segment, and I fall into that last group. Still, marketing has to help the potential customer to envision what they think they want in their ride.

Forgive me if I failed to see any, but all the Slate versions I've seen so far are one height and have the exact same stock wheels and tires. New rubber and rims will likely be one of the largest purchase segments beyond wraps and interior accoutrements. Time to pull out the AI and see what I envision.

Yup, works for me. Keeping my reservation...

 

[RevMS]

I'm guessing my use profile is similar to the OP. Small homestead, job in town, farmer's markets on Saturdays. My Slate will have the lift kit and All-terrain/Mud-terrain tires.

For me the Slate is going to replace my Tesla for my commute, it will relieve 90% of the use from my 3/4 ton pickup (still need to tow a cattle trailer from time to time). My Polaris Ranger needs a new engine so I'm thinking that the Slate might just work for driving around on the ranch fill that role.

Would I like to see the Slate doing that kind of stuff in commercials? Sure, but I'm not concerned about it yet either.

 

[ScooterAsheville]

I'm really interested in seeing how the press and the public reacts to Slates in all their different forms. I wouldn't even pretend to know how that's going to go. One thing is for sure - it has the advantage of being something nobody has tried recently. Slate definitely targeted market "whitespace".

Here are my questions, and again, I would not care to guess one way or another what the answers are going to be...

• How well does Slate execute on their narrative?
• How quickly does Slate ramp production?
• What's the price in your driveway?
• Does the auto press and influencer community fall in love with it or savage it or both?
• How does the wider auto buying public respond to it once they see it on the road, both bare bones and wrapped/customized. Especially, how many people are willing to buy without showrooms (even Tesla and Rivian have showrooms, delivery centers, service centers, mobile service, etc).
• How do small and large lfeets respond? Is it a hit or a miss or in the middle?
• Are there any early build hiccups? Or do the auto gods smile on Slate and grant smooth sailing?
• How many Repair Pal sites actually sign up, and in what capacity (hardcore repair or just light stuff)?
• What are the insurance rates?
• How does this community (this forum) respond once Slate is in their hands? Is it enduring love at first sight? Buyers remorse? A little bit of both?
• And most importantly, does the journey last? Is Slate a two year flash in the pan? Or are they on to something and turn into an unexpected market disruptor?

One thing I've learned on this forum is that almoste everyone here has their own personal answers to each of these questions. It'll be fun and educational to see how this whole adventure unfolds.

 

[RagedCarrott]

Somebody get this man the Canyonero ad, stat!

 

[Kopsis]

I envision a chassis that is raised up, a cool bright colored wrap, sporting nice wide aggressive pattern tires and mag wheels.

Three of those are likely to cost you 20 - 30% of your range. You may be ok with that, but many wouldn't be. Much of what you're seeing with Slate that seems to go against "traditional" truck design has nothing to do with intended use and everything to do with the realities of EVs.

 

[cadblu]

Another one of my favorites:

Like ordering a pizza

 

[RagedCarrott]

Three of those are likely to cost you 20 - 30% of your range. You may be ok with that, but many wouldn't be. Much of what you're seeing with Slate that seems to go against "traditional" truck design has nothing to do with intended use and everything to do with the realities of EVs.

The desires mentioned are also custom personal preference . Just like any vehicle out there, if you want custom stuff then people have to make the aftermarket parts. If the truck is meant to be customized, then make a lift kit, have new fenders 3D printed or something. But also don’t complain when the range takes the hit as well. It’s all trade-offs of trying to please a larger audience, keep cost down and then have a decent range.

 

[slate808]

Nivek,
I’m with you on the Slate marketing strategy. It is what it is. But I heard about Slate prior to their launch and I put down my $50 on day one because I saw the potential for this vehicle to fit my needs. That’s all that matters as far as I’m concerned. I got a PV system at home making more power than I currently can use and EV is a no brainer. Plenty of my suburban neighbors drive their EVs. But I’m not a Tesla guy at all (S Y X Cyber whatever). The other current options also do not interest me. Slate does. Blank Slate with the accessories I want. My final build will probably match yours very close. And I will use it basically the same as you.

 

[sodamo]

Question. Those of you missing out, current Slate marketing not hitting your sweet spot, should you eventually get a Slate how much attention do you expect to devote to future marketing? Of all the vehicles I’ve purchased last 50 years I don’t recall one where any follow on marketing mattered until I was contemplating replacement and even then my search was targeted. Sadly I guess, I looked for a vehicle that met my needs rather than seeing if my needs met what they were selling.

 

[ScooterAsheville]

For me it's trusted reviewers. Third parties who have been in the business for decades. And even then I consume reviews with skepticism. And I'll consume a dozen or more reviews from channels with very different takes just to see if the message is consistent.

Then I will watch this forum and listen very carefully to the early adopters. Probably for me, the one thing that would lure me into a Slate is a deluge of adoring ownership stories right here on this site.

 

[taradawley]

I'll be honest, I jumped to reserve the slate as soon as I heard of what it was. It peaked my interest immediately with its highly customizable nature, keep it simple stupid design. But does anyone else feel put off by the marketing? All of the ads are some highly metro version of this little truck. I have a little homestead and am planning on getting it to commute to work as well as pick up bags of grain, hay, chicken feed, whatever else I want to put in the back. I plan on putting some grippy tires on it and making it look more offroad than a starbucks runner. All of the advertisements I see are catered towards artsy, city dwelling people. I want to see it do a little work. Get a little dirty. It's starting to feel like I'm not a part of audience.

Edit: I still plan on buying one and I have the cash set aside. But its discouraging.

Have you sent them an email? I have found them to be very responsive and pleasant.